Switchboard Technical Assistance
Website + SEO
Switchboard is a program implemented by the International Rescue Committee (IRC).
The Challenge
Switchboard Technical Assistance connects refugee resettlement experts to free resources, training, and professional education. A year into the project, awareness and momentum were low, and the Switchboard team was looking to increase their reach. The nature of their work came with unique challenges. For one, refugee resettlement workers experience second-hand trauma, and do not want to see work-related ads at home. Second, as a federally-funded NGO they needed to be mindful of their ad spend and avoid prolonged publicity costs. Finally, any traditional advertising methods would likely prove ineffective, as they were trying to reach a very specific audience not marked by traditional demographics.
In exploring solutions, we found their website was neither optimized for search results, nor promoting their value to visitors who found it, presenting opportunities to use non-traditional “marketing” for this exciting project.
Funded by the Office of Refugee Resettlement (ORR), Switchboard is implemented by the International Rescue Committee.
Industry
Non-Profit, Refugee Resettlement
Services Provided
Web Design
Search Engine Optimization
Based In
New York, NY
The Solution
We had two main challenges to address as we approached Switchboard’s marketing. First, how do we get people to the website? And second, how do we keep them once they arrive? Since we were unable to fall back on traditional advertising techniques, we focused on Search Engine Optimization (SEO) to answer the first question. In addition to backend optimization, we increased the amount of searchable text on the site, especially on the homepage, and rewrote copy to be keyword-rich throughout. We ensured that relevant information was readily indexible, and page descriptions matched their function.
To address the second challenge, we updated the website itself to ensure that Switchboard’s value was immediately clear to new visitors. A cleaner, more appealing interface features clear headlines, graphically exciting explanations of their services, and readily accessible resources. We also added a new interface to increase newsletter signup, with opportunities to sign up on every page, and a one-time reminder on exit for those who have not yet signed up, allowing Switchboard to stay front-of-mind for those who may need their services in the future.
Home
The home page features a new open and responsive layout, using clear headlines and bright colors to educate visitors about Switchboard’s many programs.
Service Grid
The service grid on the home page uses established vibrant color scheme and keyword-rich text to outline Switchboard’s services and value to new visitors.
Newsletter Interface
Interface appearing on intent to exit brings newsletter to new users’ attention, allowing Switchboard to stay front-of-mind to those who may benefit from their services in the future, but don’t need them just yet.
Resource Page
A reformulated resource page puts important at-a-glance information front-and-center and suggests related resources tailored to the user's area of interest. The new interface also makes it easy for service providers to login or create an account, ensuring resources are easily accessible for those who need them while ensuring they will only be viewed by the intended audience.
Technical Assistance Request Form
TA request form allows visitors to request free in-person or webinar training for workplaces that receive funding from the Office of Refugee Resettlement (ORR). New form interface shows users what information they will need to gather, and how many steps remain, eliminating overwhelm in the request process.
Newsletter Bar
Signup interface on the bottom of every page allows visitors to sign up for Switchboard’s newsletter as they explore and recognize its potential value to their field and team.
Donate to the IRC
Switchboard is implemented by the International Rescue Committee (IRC) which is is one of the most important and influential NGOs confronting today’s many humanitarian crises. Focusing on those whose lives have been torn apart by disaster, conflict, and displacement, they not only address urgent needs but also give those they help the power and tools to take control of their future. As protections for refugees are slashed both here and worldwide, the IRC’s mission has never been more important and with virtually perfect scores from all charity watchdogs, there is no organization we can think of more worthy of contribution. We invite anybody reading this to consider making a donation, however small or large, to the IRC’s mission. Thank you!
Donation button will redirect you to the IRC’s main site where you will have the opportunity to learn more about their mission and projects, and, if you desire, choose to make a donation in any amount you are able.